This year hasn't been particularly kind to Changan in the passenger car market. Neither the CS75 nor the high-end CS95 have managed to deliver the kind of results the company was hoping for. If Changan wants to claim the top spot in sales this year, they'll need their upcoming models, like the CS55 and Ruiqi CC, to hit the mark. Unfortunately, early indications suggest the CS55 may not be the game-changer they were looking for.
One of Changan's biggest challenges has always been design. The CS95 is a prime example. Despite having a larger size and superior driving quality compared to the GS8, it just didn't resonate with consumers. The issue boiled down to its appearance. The "Changan-style" grille felt outdated, and the body design seemed to borrow heavily from brands like Land Rover and Ford, which wasn’t well-received by many buyers.
The CS55 doesn't seem to have improved much in these areas either. The same "Changan-style" grille and a body design reminiscent of Land Rover's Discovery remain unchanged. Additionally, the interior raises some concerns. When comparing the photos, it becomes evident that there are striking similarities to other designs. This lack of originality is disappointing, especially considering Changan claims to invest 5% of their annual sales revenue into R&D.
In terms of size, the CS55 measures 4,500 mm in length, 1,855 mm in width, and 1,690 mm in height. Its main competitors include Haval M6 and Geely Vision SUV. The Haval M6 is slightly larger at 4,649 mm in length, 1,830 mm in width, and 1,705 mm in height. While the CS55 doesn't have a significant size advantage over the M6, it also falls short in terms of interior space.
Then there's the Geely Vision SUV, which has been on the market for some time. With dimensions of 4,500 mm, 1,843 mm, and 1,707 mm, it matches the CS55 in size but offers a lower starting price of 74,900 yuan, making it more appealing to budget-conscious buyers.
Pricing-wise, the CS55's pre-sale price of 98,000 yuan is actually higher than the lowest price of the CS75, which has dropped to 79,800 yuan. It's hard to justify buying a smaller vehicle at a higher price than its bigger sibling, especially when both are from the same brand.
On the engine front, the CS55 uses the same 1.5T engine as the CS75, but there are noticeable differences in performance metrics. A quick comparison shows that the CS55 lags behind in several key areas.
When it comes to configuration, the CS55 offers seven models, four manual and three automatic. However, the base manual transmission models come with only two airbags, no panoramic sunroof, and no keyless entry/start, which doesn't offer much value for money. Even the second-lowest configuration of the CS75 is more cost-effective than the base models of the CS55. As a youth-oriented SUV, the CS55 lacks essential features like power outlets and even has only one USB port in the rear seats.
In conclusion, with pricing, size, and design all working against it, the CS55 faces an uphill battle to capture the market. Offering more configurations might not be the solution, as playing the configuration card hasn't been a straightforward path for Chinese brands. For the CS55, there's clearly a lot of work to do before it can truly compete in this competitive segment.
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